Tesco
Since 2013 I have played a central role at Tesco, firstly contracting as acting Head of Design for Tesco.com before joining full time in 2015 as Creative Lead for their UK Marketing Communications team.
In that time I have built and led within Tesco’s in-house Creative Studio that now delivers a vast range of multichannel work supporting our numerous seasonal and always-on campaigns.
The examples below showcase just a few highlights from my time at the heart of the UK’s largest retailer.
Clubcard Reward Partners
In 2023 the Tesco Creative Studio team was tasked with a challenging brief: to re-establish Clubcard Reward Partners as the most generous scheme of it's kind on offer from UK retailers, despite the value of Clubcard points reducing from 3x to 2x in exchange for rewards. Despite that the campaign, which landed across numerous channels from DOOH to Social Media, performed to exceed expectations, improving customer sentiment and driving increased engagement with the scheme.
Whoosh
Tesco launched an innovative proposition in 2023 to revolutionise online shopping – Whoosh, offering customers online grocery deliveries from as little as 20 minutes. The Creative Studio team were briefed to conceptualise both the launch campaign in February that year followed by a heavyweight outdoor campaign that Summer. Both achieved significant success performing better than predicted resulting in sales over £1m from the first burst alone.
Tesco Bank
Since 2023 Tesco’s Creative Studio’s remit has also included support for Tesco Bank and it’s products. This included a much-loved campaign for Pet Insurance which is discounted for Clubcard holders. An enjoyable brief to have worked on yielding excellent results. Similarly we had fun creating the character of Maverick the seagull for a Tesco Bank Travel Money and a pre-historic treatment for Car Insurance ...much-loved by our customers.
Christmas
Christmas is by some margin the most important seasonal campaign for Tesco and our preparations require an all-year -round effort. My responsibility for Christmas, and all our seasonal campaigns, is twofold:
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To work with brand teams and agencies to develop guidelines and assets that are fit-for-purpose to bring the campaign to life across throughout our communications, and
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To then ensure that my team executes our comms briefs (across numerous channels, both on and offline) consistently and correctly in line with the standards set out in the guidelines
Food Love Stories
One of Tesco’s most celebrated campaigns in recent years has been Food Love Stories which launched in early 2017 and has remained always-on ever since. This award-winning campaign has been focused on reconnecting with our customers’ personal relationship with food and celebrating quality. My responsibility in this campaign was to work closely with our above-the-line agency BBH to ensure assets were created fit for purpose and devise guidelines to ensure that the campaign landed consistently and effectively across our digital channels. Latterly, my team has been tasked with finding innovative new ways to re-energise the campaign in-store, experimenting with new media such as floor projections and even augmented reality.
Centenary
In 2019, Tesco marked it’s centenary with a campaign that pulsed throughout the year, celebrating 100 years of great value. Working with our above-the-line agency BBH, the campaign was driven by promotional offers with ‘Prices that take you back’ visualised by introducing British cultural characters from the last century such as Mr Blobby, Morph and Rollergirl. My challenge was to ensure that the campaign was realised consistently and impactfully across our owned channels such as email, social and outdoor digital media.